Unterlercher – a family with a rich history
Established in Fügen since 1930: From shoemaker to lifestyle, sports, footwear, and culinary pioneer in the Zillertal valley.
Pure joy of life – for four generations
Like most family businesses, the Unterlercher family business started out small and modest. It was the great-grandfather of the current managing director, Roland Unterlercher, who opened a shoemaker’s workshop in Fügen in 1930. Ten years later, his son-in-law, Josef Unterlercher, took over the growing business after completing his master shoemaker’s examination. Full of enthusiasm, he also opened a shoe store. He was already aware of the importance of a professional image, so he developed a memorable logo in shades of brown. It was to shape the coming decades—which it indeed did—and became a powerful symbol synonymous with quality and craftsmanship in the Zillertal valley.
Milestones
From the beginnings to today
Unterlercher has been shaping the world of sports and fashion in the Zillertal valley since 1930. From a small shoemaker’s workshop to a modern sports and lifestyle store—discover the most important milestones in our company’s history.
The third generation takes over
At the end of the 1960s, a generational change took place step by step. His son Josef Unterlercher took over the family business and opened a new shoe store in the center of Fügen in 1968. With a pioneering spirit and drive, the young entrepreneur recognized the great potential in the sporting goods trade. After all, the Zillertal valley was experiencing growth in tourism, and the Spieljochbahn cable car was built in Fügen in 1973. Year after year, the range of sports and leisure items on offer expanded. Unterlercher earned himself a first-class reputation as a specialist in shoes and sporting goods in the Zillertal valley – including a shoe repair shop.
With foresight through the 1990s and 2000s
Over the decades, Josef Unterlercher made many other entrepreneurial moves, most notably the purchase of the property directly adjacent to the Spieljoch valley station. In 1990, he built a sports and apartment complex there, which is now the Unterlercher family’s flagship store. In 1997, the entrepreneur opened a second shoe store with 400 m² of retail space at Hauptstraße 80 in Fügen, which is now widely known as “Schuhfenster” (Shoe Window). When ski rental and ski service became increasingly important, Josef Unterlercher was once again at the forefront and established new locations: in Hochfügen in 1998 and in Kaltenbach in 2005.
The fourth generation: Alexandra and Roland Unterlercher
All good things come to an end at some point and can be placed in the capable hands of the next generation. With respect for the achievements of their ancestors, but also equipped with a breath of fresh air and new ideas, son Roland and his wife Alexandra Unterlercher took over the reins from Josef Unterlercher in 2021. Back in 2019, they completely renovated the flagship store next to the Spieljochbahn cable car with architect Jutta Winkler and created a new concept. Shopping and rentals became the most important secondary matters. The focus is now on the experience, well-being, enjoyment, and advice. These values are bundled in the word “joie de vivre,” embodied in the form of the joie de vivre tree, the joie de vivre podcast, and the entire philosophy that is lived out in the store: the customer is king and takes a seat on the royal throne under chandeliers. All the senses are addressed: there is a scent of well-being, while hands stroke soft materials, eyes focus on the essentials, ears enjoy the pleasant acoustics, and the palate is pampered with local delicacies.
When joie of life fuels the drive to take action
With the establishment of the restaurant in 2021, the entrepreneurial couple gave the overall concept a new quality. Since then, the focus has been on regional delicacies, which are given a special stage at unique events. Over the past few years, the greatest attention has been paid to “added value.” Events, ongoing employee training, first-class marketing including professional positioning of the newly developed logo, and a focus on traditional and visionary values define Alexandra and Roland Unterlercher’s sustainable business practices.
The circle around the shoe closes
The family business, characterized by a rich history, heart and soul, and passion, continues on its path. Mindful of everything that has been achieved by previous generations, the high standards of quality, advice, and craftsmanship live on with the seal “das Original” (the original).
The greatest attention is paid to the origin, i.e., the shoes, both now and in the future. The Unterlercher family brings this expertise together in their specialist store – the Schuhfenster. With a huge selection of around 10,000 pairs of shoes on average, it is one of the largest specialist shoe stores in Tyrol and caters to the whole family. A small postscript to conclude: the fifth generation is already actively contributing its ideas and specialising in orthopedic shoe technology, among other things.
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Philosophy and architecture of the new Unterlercher flagship store
“Creating something unique” – that is the goal of Roland and Alexandra Unterlercher. When renovating the sports store in 2019, they focused primarily on redesigning the exterior façade and interior spaces. The main focus was on efficient use and an appealing customer experience. The ski rental in the basement was modernized. The ground floor was redesigned as the central sports shop, and the upper floor was converted into a combination of restaurant and clothing store. The centrally located tree of joie de vivre – a Swiss stone pine that rises through all three floors – symbolizes the experience in the store, both philosophically and physically. The motto “We spread joie de vivre” is reflected in the entire architectural design. Bright colors and inviting spaces create a pleasant atmosphere that provides an appealing setting for the focus on sports, lifestyle, and enjoyment.